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All the three processes are extremely well integrated - first by a sound strategy, around which the
organizational structure is built. So they have a strategy, and a complementing structure to support their
strategy. The third critical success factor for Flipkart is the technology as an enabler. A strong information
systems is at the core of the organization, which drives visibility and end-to-end integration across their
supply chain processes (inbound - operations - outbound) resulting in a well lubricated efficient machine.
Flipkart offers multiple payment methods like credit card, debit card, net banking, e-gift voucher and
Cash on Delivery.
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In July 2012 Flipkart announced the launch of its inhouse brand Digiflip. Digiflip is a brand of digital
accessories with products like laptop bags, laptop
sleeves and camera bags among others.
ACQUISITIONS
Product Strategy
Flipkart is set out to create something for the Indian
market a service that was specifically built keeping
the Indian consumer in mind. For them, the biggest
inspiration continues to be the constant learning
process that has been a part of their journey. The
other has been the ability to realize our dream of
doing something for the Indian consumer.
As far as entrepreneurship is concerned, Flipkart
believes that the core focus for every start-up,
regardless of the industry, should be the same and
that is customer focus. By putting the needs of their
Operational strategy
Flipkart began operations on the consignment model
goods were procured from suppliers on demand,
based on the orders received through the website.
However, eventually, the books-to-electronics e-shop
adopted the warehouse model. The company has its
own warehouses, and maintains its own inventory.
Sales projection determines the inventory, and the
available inventory accounts for the sales made; it's a
self-feeding cycle of sorts. Nearly 60 to 70 per cent
of deliveries take place through their own network as
this model provides for better control over the entire
logistics management piece.
On the operational front, issues faced by the company
pertain to delay in deliveries, or faulty products. As a
customer-centric, none of these issues can remain
unresolved for long. They faced significant
challenges in reverse logistics. It's a big task to track
unsuccessful orders, which are quite costly to
manage. Hence, Flipkart stresses on customer service
it aligns with the firm's philosophy of making
better our service promise'. Their bigger objective is
to redefine the way India shops.
Branding
Flipkart went for a major brand makeover, making it
look more up market. There have been large
newspaper ads, TVCs and a lot of web ads. But
unlike other ecommerce companies the inorganic
marketing kicked in only when the product was
strong. Flipkart already had a proven model
execution with books and extending to other verticals
did not need infrastructural changes. Flipkarts
real achievement has been in solving the pain points
in Indian ecommerce that most well funded players
are still complaining about.
No Kidding, No Worries
No Kidding, No Worries, the recent advertising and
branding campaign of Flipkart is a unique example of
Trap Them Young. An in-depth analysis of recent
advertisement campaign of Flipkart strongly conveys
Indian youths sentiments and their desire. The story
board of adverts, features kids in adult situations, like
a beauty parlor, a cafe, and an office. The Hinglish
language & the happening places is the heart of No
Kidding, No Worries advertisement series. The
creative director succeeds to keep KOOLNESS of
Brand Flipkart.
Payments:
No credit card/net banking, fear to transact online,
repeat transaction failures, no access to web these
are the common problems with online payments.
What Flipkart is doing to overcome these?
Flipkart had at least 4 different Payment Gateways
integrated. They introduced Cash-on-Delivery. Then
they are also doing order on phone. Payment via
DD/Cheque is also accepted.
2 basic things that they are currently doing that take
little technical effort but quite some product
management will:
a. Auto redirection to banking site: Unlike most other
ecommerce sites, Flipkart never lands you on
CCavenue page, you are auto redirected to the banks
page where the info is required to be filled. Flipkart
by-passes 1 unnecessary page by passing the required
parameters directly to CCavenue and not through a
user interface.
b. Banks Status: Flipkart maintains its own real time
status if the banks net banking is working or not. So
there are no surprises after you have chosen the bank
and then go to the net banking page.
Inventory:
In the world of eCommerce, the players keep a
standard list of products and then go out procuring it
only when there is an order placed. There is no
inventory on their end and there is no live status of
Platform-wise Strategy
Facebook
A simple Facebook page with friendly communication tonality. The content primarily revolves around
latest festivals/birthdays, Q&A updates and self-promotional posts.
YouTube
Google Plus